On the eve of the Heineken Cup quarter finals this weekend, the main sponsor has unveiled a new series of online, mobile and real life games that it hopes will engage many of the fans supporting Munster, Ulster and from further afield.
‘Get in the Game’ is primarily about associating the brand with the tournament via mobile and social media and the linked in system will allow one eventual winner to go to the Final at the Aviva Stadium on 18th May and enjoy a ‘back stage’ experience, which will doubtless be shared digitally with those who have played.
The suite of games is broad, featuring arcade style challenges, quizzes to test rugby and specifically Heineken Cup knowledge and a real life kicking challenge which is touring pubs across the country.
“Sports fans are increasingly looking for new and engaging ways to enrich their sporting experience,” said Karl Donnelly at the launch of the new games in Dublin.
“We have developed an innovative and multifaceted approach that lives on mobile devices, computers and in pubs. Wherever you are, you can ‘Get in the Game’ with the aim of scoring points and winning prizes.”
“Today, so much of the conversation around sports events takes place across social media. Heineken recognises how important this space is.”
The challenge facing Ireland’s two remaining participants this weekend is highlighted by the fact that since quarter finals were introduced in 1997, only 16 of the 64 ties have been won by the away team.
Read about the business model adopted by European Rugby Cup Limited as expressed by Derek McGrath at the EU Conference on Sport in Dublin in March.
Read about the challenges facing alcohol sponsorship in Irish sport.
